The challenge
AI Overviews and other generative search tools changed how people find wellness content, often faster than the wellness industry adapted to it. Ranking well in regular search stopped being enough on its own — content also needed to be structured in a way AI systems would actually pull from and cite, which is a different discipline from traditional on-page SEO.
The risk of standing still here was concrete, not theoretical: wellness and health content is exactly the category where AI Overviews increasingly answer the question directly, without the reader ever clicking through to a source at all.
What we did
We built a GEO strategy around that shift: restructuring existing and new content so it's easier for AI engines to extract and cite, without abandoning classic on-page and technical SEO that still drives the majority of traditional search traffic.
- Restructured priority content for AI-citation specifically — clearer direct answers, named sources, and structure AI systems could parse cleanly, not just keyword density
- Ran ongoing ASO experiments, including creative asset A/B testing, across the wider web and app ecosystem to compound the same audience across both channels
- Tracked AI Overview citations as their own metric, separate from traditional keyword rankings, so the GEO work had its own accountable number rather than hiding inside a general traffic report
- Prioritized which pages were worth restructuring first, based on where AI Overviews were already appearing for the client's core topics